The challenge

IMG Academy’s marketing team set out to increase core email KPIs as much as 14%. Despite having several high-performing campaigns, engagement needed further optimization. With a global audience and emails scheduled at fixed times per timezone, their team saw a disconnect between send volume and actual engagement.

Our approach

As IMG Academy’s trusted Marketo partner, JTF applied its Revenue Acceleration Loop framework to identify opportunities for improvement. We reviewed 12 months of campaign data, including send times, layouts, and engagement trends, to pinpoint optimization opportunities. Send time personalization emerged as a key initiative to drive measurable gains.

JTF analysed engagement and timezone data, modelling projected improvements and implementing a 10-week pilot to compare optimized versus standard send times. The program continuously refined timing based on recipient behaviour, allowing each audience to receive messages at their individual peak engagement periods.

What we also did:

  • Monitored performance weekly across control and optimized audiences
  • Delivered insights dashboards tracking open and click-through performance
  • Provided recommendations for ongoing optimization after the pilot
  • Documented learnings to inform future campaigns and A/B frameworks

The Results:
Scaling Smarter with a Unified Marketing Engine

Within the 10-week pilot, IMG Academy achieved remarkable results:

  • 213% increase in open rates (54.33% vs 17.36%)
  • 201% increase in click-through rates (2.65% vs 0.88%)
  • 60% more reservations from send-time-optimized audiences (7.81% vs 4.62%)

213%

Increase in open rates

201%

Increase in click-through rates

60%

More reservations

‘As a marketing team, we’re always looking for ways to create smarter, more intentional communication moments with our families. JTF helped us uncover opportunities within our email cadence and then validated them through a structured, measurable pilot. The results from this effort have reshaped how we think about timing, personalization, and the impact of those on our email ecosystem.’

Gabriell Fasnacht
Marketing Director, IMG Academy

SEND TIME PERSONALIZATION

Smarter send times, powered by real engagement

JTF Send Time Personalization for Marketo analyzes each recipient’s historical engagement patterns to identify their optimal send time. Unlike generic time zone scheduling, we deliver true send time optimization with typically 6-10% increase in open rates, and 3-5% on click through rates.

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